Transform Cosmetic Surgery Group gives website a makeover
The website has been fully redeveloped for Transform Cosmetic Surgery Group by Carpe Diem as part of the company’s marketing strategy for 2010.
The site applies BJL’s creative concept while Mediaedge has lead the Search Engine Optimisation input.
The campaign highlights the emotional benefits experience by having surgery rather than the physical results and features patients holding placards which reveal how surgery has improved their lives, rather than just their appearance.
The campaign is running across TV, print in women’s trade publications, patient brochures, clinic POS and the website which aims to be more interactive and user-friendly than it was previously.
Steven Taylor, marketing director at Transform, explained: “When our customers come to us, they each have a story to tell in terms of their emotional journey. It’s not just about the way they want to look, it’s about the way they want to feel inside.
We wanted the new campaign to set ourselves apart from our competitors and effectively communicate to our customers that we understand their individual needs.
“It was a bold move to cover up the women’s bodies in the new images, as almost all cosmetic surgery brands use their advertising images to ‘showcase’ the skills and results they can offer. However, as market leaders, its important for us to set the agenda and spot new trends – it was time for us to take a different communicative strategy, which we’re confident will be well received.”
Farida Shinwell, online marketing managed said that the previous, three-year-old site was in need of a revamp, and this was a much ‘fresher, engaging and easier to navigate’ website.
“65% of all our current enquiries come from this source and we’re hoping the new site will maximize conversion on enquiries. We’re also planning on frequently updating and evaluating the website to keep the content new and topical, and our visitors to the site engaged,” added Shinwell.